Samsung’s Tab turns festive sketches into AR magic

Consumer electronics brand Samsung has launched a campaign to spotlight the ‘Sketch-to-Image’ feature of its Galaxy Tab S10 Ultra. Designed to celebrate the festive season, it blends the traditional medium of print with the immersive potential of augmented reality (AR).

The Christmas-themed campaign captures the season’s magic with an engaging Santa-themed AR game, powered by this feature. Readers of the print advertisement were invited to scan a QR code, bringing a 3D render of the device to life.

The immersive experience began with a Santa sketch that transformed into a vibrant AI-generated image, showcasing the capabilities of the S Pen and AI tools. Users then participated in an interactive game, guiding Santa as he delivered gifts across rooftops, bolstering the joy and wonder of Christmas.

The Galaxy Tab S10 Ultra’s ‘Sketch-to-Image’ feature emerged as the campaign’s centerpiece, demonstrating its potential to transform doodles into stunning visuals. From festive illustrations to professional graphics, the device empowers users to unleash their creativity, making it the perfect companion for the season.

“When we envisioned the Santa AR game, we needed a tool that could bring our ideas to life seamlessly…With Samsung Galaxy Tab S10 Series, the possibilities are endless. What will you create next?” said Aditya Babbar, vice president, MX business at Samsung India.

Vikash Chemjong, CCO Cheil India, the creative agency behind this campaign added, “This holiday season, Cheil India partners with Galaxy Tab S10 Series to redefine how creativity meets celebration. From the ground breaking Sketch to Image feature to the whimsical Santa AR Game, we're blending technology with imagination, bringing festive joy to every generation. Together, we’re shaping experiences that inspire and innovate.”

Campaign’s take: Samsung Galaxy Tab S10 Ultra’s latest campaign celebrates its ‘Sketch-to-Image’ feature positions the device as a festive powerhouse for creativity. Developed with Cheil India, it combines traditional print with augmented reality (AR), inviting users to scan a QR code from a Christmas-themed ad. This action activates an interactive AR experience, transforming a Santa sketch into a vivid AI-generated image and enabling users to guide Santa in a rooftop gift-delivery game.

By showcasing the S Pen’s ability to pair AI with precision, Samsung highlights its commitment to democratising advanced creative tools. The feature’s potential to convert simple doodles into professional-quality visuals caters to artists, creators, and everyday users, making high-tech creativity more accessible. However, while the campaign effectively captures the festive spirit and technological innovation, questions remain about its broader impact. Does this single-use case resonate deeply with the professional creator community, or does it risk being seen as a seasonal gimmick?

Cheil India’s execution underscores the growing role of AR and AI in advertising, but its true success lies in whether it positions the smartphone’s as a year-round tool for creators. Ultimately, the campaign reflects the possibilities when imagination meets technology, but its long-term impact on Samsung’s brand narrative remains to be seen.